Google has announced an increase in the price of the YouTube TV subscription. It has now been raised to $49.99 from what it was $39.99 when the service rolled out back in 2017. Also, the users billed through Apple will pay $54.99 per month. Google announces via YouTube support blog that more content comes at a new price.

In addition to the plethora of content, YouTube TV is adding eight Discovery channels, including the Discovery Channel, HGTV, Food Network, TLC, Investigation Discovery, Animal Planet, Travel Channel, and MotorTrend. YouTube TV also now includes EPIX. But if you’re not who frequently watches Discovery channels then you still have to pay this price. Google says that the new networks have been a frequent request from customers.

The new plan with hiked prices is effective immediately for all the subscribers. And, the existing customers will see the price increase on their next billing cycle after May 13.

YouTube TV started as a movie-streaming service back in 2017, holds a clean interface like YouTube’s. It’s available on smart TVs, streaming boxes, and computers, and mobile devices as well. It’s one of the services that ditch cable and comes as good alternative to some of other TV streaming services.

YouTube TV has over 1M active installations and it’s yet to be seen if this significant increase in price offers any further hurdle to those who haven’t subscribed yet.